Subject:
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Re: Fwd from a builder: Colors don't match, among other things!
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Newsgroups:
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lugnet.general, lugnet.dear-lego
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Date:
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Mon, 17 Nov 2003 22:49:27 GMT
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Viewed:
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297 times
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In lugnet.general, Mark Tarrabain wrote:
> Ken Koleda wrote:
>
> > TLC has said on
> > numerous occaisons that AFOLs are just not a big enough market segment.
>
> Are you serious???
>
> If by "big enough" they mean more than 50% of the actual head-count,
> they may be right... but I'd bet anything that if they looked at the
> bottom line, how much money gets spent, they'd find that more is spent
> annually on LEGO that ends up being in the hands of adults than kids
> (simply because adults actually _have_ more money than kids in the first
> place).
Actually, Brad Justus and Jake McKee have always told us that they believe
the adult LEGO buyers to make up less than 5% of the retail market. We AFOL's
think it's a bit higher, but not much. A good way to put it into perspective is
this: go to a store where you buy LEGOS and look at everything on the shelf.
Then ask yourself what percentage of that store's stock you buy in a year. It's
probably less that 5%.
Of course, AFOL's buy WAY more than the average kid, but kids who buy LEGOS
outnumber adults who buy LEGOS by so much that we're not LEGO's main focus
group.
David "Fuzzy" Gregory
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